Enhanced Logarithmic TODIM Enhanced by EDAS Approach for Analyzing Marketing Strategies of Third-Party Logistics Companies

Currently, third-party logistics has emerged as the predominant form of logistics, characterized by contractual relationships with customers, personalized services, specialized functions, and information networking. However, Chinese third-party logistics enterprises (TPLEs) still face several challenges, including weak brand awareness, limited online marketing capabilities, and indiscriminate service expansion. The evaluation of marketing strategies for TPLEs based on the perspective of commercial ecosystem involves multi-attribute group decision-making (MAGDM). To address this, the Logarithmic TODIM and EDAS techniques have been proposed for MAGDM. To handle the inherent uncertainty in marketing strategies evaluation for TPLEs, intuitionistic fuzzy sets (IFSs) are employed to portray fuzzy information. In this study, we propose the intuitionistic fuzzy number Logarithmic TODIM-EDAS (IFN-LogTODIM-EDAS) to address MAGDM under IFSs. Furthermore, we conduct a numerical study to evaluate marketing strategies for TPLEs and demonstrate the effectiveness of IFN-LogTODIM-EDAS approach.